Engaging with young people

I'm sharing insights into the lifestyles and behaviors of today's youth, gleaned from various survey data collected by the cross-departmental projects I'm involved in: "Gal Lab" and "Dentsu Inc. Youth Research Department." I wrote this hoping it might help you understand their mindset—something you can't grasp just by observing their outward actions.

Young people have always been mysterious and unique beings to adults, no matter the era.
Recently, however, the evolution of devices and changes in the media environment have made them seem even more mysterious and incomprehensible.
Furthermore, with the Heisei-era generation entering the workforce in April 2012, today's university and high school students are almost exclusively born after the Heisei era.

I work on projects targeting teens and young adults in their 20s. Based on survey results and fieldwork, I analyze the preferences and consumption trends of young people nationwide, supporting clients with product development and advertising communication strategy planning.
This time, I'd like to introduce two cross-departmental projects I'm involved with within our company.

The Planning Lab: We uncover the true feelings of "young people" (wakamon) from high schoolers to those in their 20s and devise plans to engage them. Our mission is to bridge the "gap in understanding" between them and adults. We aim to grasp the "real" feelings of young people that surveys alone cannot reveal, building a bridge for mutual understanding.



The Planning Team leverages the mindset and powerful lifestyles of "Gals" to revitalize not just businesses but Japanese society itself. We broadly define "Gals" as women who embrace not just fashionable looks, but also their mindset and actions. By analyzing their insights from multiple angles and gaining a genuine, intuitive understanding, we propose solutions for many corporate challenges.

We approach proposals by leveraging translation capabilities that make adults go "Ah, I see!" and insights that resonate with young people and women, making them think "Yes, exactly!"
Starting next time, we'll begin sharing glimpses of young people's "real lives."